The last handful of years saw a surge in the popularity of video as a content marketing format.
2018 and 2019 transformed video from a singular marketing tactic to an entire business strategy.
Today, video is a holistic business approach, meaning video content should be produced by all teams in a conversational, actionable, and measurable way.
According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.
Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.
But video hasn't only transformed how businesses market and consumers shop; it's also revolutionised how sales people connect with and convert prospects and how service teams support and delight customers.
Video can be a versatile tool for salespeople throughout the entire customer buying journey, and it can do much more than increase engagement. Backend analytics also help salespeople qualify and prioritize cold or unresponsive leads.
According to Gary Stevens, head of research at HostingCanada.org, "retargeting our website visitors on social media has led to a 47% increase in visitor value site-wide." The granularity of video analytics on platforms like Facebook is one reason why, in 2018, 93% of businesses reported getting a new customer on social media thanks to video.
The options are also endless for service teams — onboarding videos, knowledge-based videos, meet the team videos, support video calls, and customer stories are just a few ways that video can create a more thorough, personalised customer support experience.
Video is within reach for businesses of virtually any size — team and budget alike. 45% of marketers plan to add YouTube to their content strategy in the next year. Will you join them?
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